Younger coupon users are more likely than their older counterparts to obtain coupons through social and mobile channels, according to [pdf] data released from a Google and Shopper Sciences report. While that’s a fairly unsurprising result, the study also shows that the age profile of an email coupon user is very similar to that of a direct mail coupon user.
The study asked coupon users to think of the shopping they had done in the prior 90 days and identify which sources they had used to obtain any type of coupon(s) in order to receive a dollar or percentage-off discount.
Segmenting the responses into 4 age groups, the study finds that among those who obtained coupons from the mail, 19% were aged 18-24 and 29% were aged 25-34. Those breakdowns were almost exactly the same as for those who had obtained coupons in emails, of whom 19% were aged 18-24 and 30% were aged 25-34.
Also of note, the combined 18-34 group made up a slightly greater percentage of newspaper coupon users (50% of the total) than brand website coupon users (48%). Finding a coupon in a store kiosk also appears to be an activity more slanted towards the younger crowd than using coupons previously received in-store.
About the Data: The data is gleaned from a survey conducted in November 2012 in the US among 1,000 respondents, each of whom had used a coupon in the last six months in one or more of the following channels: QSR (Taco Bell, Ruby Tuesday, etc.); Specialty Retail (Gap, Barnes & Noble, Best Buy, etc.); CPG/Grocery Retailer (Kroger, Publix, etc.); Big Box Retailer (Wal- Mart, Target, etc.); Drug Store (Walgreens, Duane Reade, etc.); and Department Stores (Macy’s, Sears, etc.).
The study was conducted by Zavers by Google in collaboration with Shopper Sciences.